Doritos’ latest initiative called the “Solid Black” is new of it’s kind. The Solid Black initiative sees the snack company allot finance and advertising resources to highlight the efforts of Black creators in various regions and various businesses.
The #AmplifyBlackVoices of Doritos and other marketing initiative have became a common ground for companies across the world as they are trying to engage with their consumer base in the wake of racial equality protests that began in the US last summer.
Resource And Support Provided
However, the latest announcement by Doritos is after realizing that nurturing Black creators is not enough to bring about real change; capacity building requires resources and support.
To meet these requirements, Doritos has made a $ 5 million commitment via the use of their marketing assets and also a donation to NUL.
Doritos has also committed to donate $ 100,000 to the National Urban League (NUL).
The first thousand buyers who donate $ 10 or more to the NPO will receive a limited edition Doritos bag which is crafted by Baltimore artist Megan Lewis.
The initiative and contribution of NUL is part of the larger commitment of parent company PepsiCo to promoting racial equality in the company, industry and society.
What Did Doritos Say?
These measures will certainly help the brand avoid claims of “hashtag activism” and “woke-washing.”
“We are proud to offer a platform and resources to innovators and creators who make a lasting impact on culture and hope their stories can inspire the next generation in the ongoing efforts to build a more equitable and diverse world,” said Stacy Taffet, vice president of marketing, Frito-Lay North America.
Racial Equity On The Rise
The initiative by Doritos come as many other firms have also worked to promote Black creators in all areas of business and art.
Doritos most recent initiatives are actually a part of the bigger parent company PepsiCo’s plan to spend more than $ 400 million over five years to empower the likes of black and marginal communities and increase black representation in the organization at all levels.
These awakening announcements coupled with commitments from other major advertiser firms including McDonald’s and Coca-Cola are a proof of how the world of advertising and marketing is addressing racial inequalities throughout the media world.